Strategies For Service Recovery In Cost-oriented E-retailing

With the rapid development of international e-retailing, e-retailing also come intohigh-speed developing period in china.However service quality study on Chinesee-retailing is still at initial stage. There still are a lot of questions need to be solvedsuck as how service quality of e-retailing is in china and how to improve it.E-retailing belongs to system service quality, so its specialties determine thattraditional SERVQUAL model can not be used to evaluate e-retailing servicequality.In2006, process quality, outcome quality and service quality were taken asdimensions of e-retailing service quality by Collier and Bienstock firstly. With thedimensions, a service quality evaluation model was set up implemented.The results ofthe study show that service recovery plays an important role in E-retailing servicequality. Due to the influence of national culture on customers, service delivery,recovery perception and public service expectations, customers have diffidentevaluations to the E-retailing service quality. So Collier and Bienstock’s conclusionremains to be considered in China.Through the thorough research of existing research results relating the servicequality, e-retailing service quality and so on, the e-retailing service quality evaluationmodel which contains the dimensions of process quality, outcome quality and servicerecovery is adopted in the paper.With the deepening of knowledge of service recovery,researchers find that the original definition of service recovery can not cover thewhole process of service recovery and the conception of service recovery also developgenerally. This paper further improves the conception and content of service recoveryon the basis of existing service recovery firstly, constructs evaluation scale ofE-retailing service quality based on the dimensions of process quality, outcomequality and service recovery, and then analyzes the e-retailing service quality in Chinawith the scale. The results of study verify the conclusion that service recovery play aimportant role in e-retailing service quality is adapted under the background of theChinese national culture.At last, based on the analysis results, measures of e-retailingservice recovery are put forward, and Strategic cost optimization model of servicerecovery is constructed.